Packaging is one of the areas in which the graphic designer must deal with the complicated issues that are generally taken by the change of advertising: in this extent, the carton was set up, directly provided by the paper industry, on a thorough investigation market and the identification of consumer segments.
Undoubtedly, the wish to express the product has been more and more felt, by providing it – thanks to the package – a character capable of articulating its purpose and value to the consumer.
If a packaging is willing to emerge, especially if it is bind to a consumer product, it must certainly differ from the others being related to the same commodity. This is achievable if the packaging is represented by a strong identity, and this outcome can only be accomplished through mindful promotion of the company image. Effective pharmaceutical packaging is the arrangement between the appearance of the product and the image of the company: if it is well-studied, it enhances the product and strengthens the appearance of the brand and the company. In fact, one of the issues of identity of a company is also that of the unity of the appearance and of its design, and how to keep them steady over time wIThout giving up the necessary updates.
Part of this task is entrusted to the packaging, which has to be checked up periodically to be sure it remains up to date with the market. Developments in design might seem minimal and yet they are crucial if you want the brand to maintain its power without getting older.